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Copyright of Shell International B.V. CONFIDENTIAL 1
2020 Por t f ol io Changes & GF-6 Updat es
March 2019
SHELL RESTRICTED
Table of Contents
Portfolio Change Communications Plan I. Pennzoil Portfolio Changes II. Quaker State Portfolio Changes III. Formula Shell Portfolio Changes
2
PORTFOLIO CHANGES COMMUNICATIONS PLAN
1/ 27/ 20• High level s ummary: ILSAC GF-6 & Other Changes to Shell Lubricants PCMOs in 2020
2/ 26/ 20• Communicate changes at product family level by brand: Pennzoil, Quaker State, &
Formula Shell to include new product launches / withdrawals
3/ 15/ 20
• Communicate materia l code numbers (From/ To product lis t)• Dis tributor notification new bulk tank labels for PZL Synthetic Blend 5Ws
4/ 1/ 20• Local media & cons umer communications highlighting benefits of portfolio changes &
decis ions s upport the organization’s s tra tegic direction
7/ 1/ 20• Dis tributor notification new bulk tank labels for QS & FS Synthetic Blend 5Ws
SHELL RESTRICTED
Pennzoil Portfolio Changes
14
SUMMARY OF PENNZOIL PORTFOLIO CHANGES GF-6 Changes & Reposition Brand in Market : 1. Exis ting Pennzoil Branded motor oil products that meet ILSAC GF-5 today will meet ILSAC GF-6 come May 2020.
Excludes: Platinum 0W-16; Ultra Plat 0W-40; and All Platinum Euro SKUS2. PZL Conventional and High Mileage upgrade to Synthetic Blend for 5Ws only (no material code changes ) 3. “Same Protection As ” claim on Pennzoil 0W Skus : See slide 7 for inclusions and exclusions
Retired SKUs: 4. PZL Gold drum, tote, bulk and ecobox will remain, 1 and 5 Qt will be dis continued 5/ 1/ 2020. 5. PZL SAE 0W20 (bulk only), retired date will be communicated in future communications6. Additional low performing SKUs will be reviewed and may als o be retired
New SKUs: 7. PZL Quick Lube Conventional (5W20 & 5W30 Bulk & Tote) for J iffy Lube; will require new tanks (N/ A for Canada)8. PZL Profes s ional MS Full Synthetic (0W20, 5W20, 5W30 Bulk & Tote) exclus ive to FCA; no tank required rebrand QS Ultimate Durability9. PZL Full Synthetic (0W20, 5W20, 5W30 Pack only) for DIY Retail US; Q4 2020. Retail Canada; Q2 2021
PENNZOIL GF-6 CHANGES - TARGET LAUNCH MAY 2020
6
PZL Conventional& PZL High Mileage 5W20 & 5W30 will move from Conventiona l to Synthetic Blend.
10W30 & 10W40 will remain Conventiona l (No Change).NO
ADDITIONAL SKU
CHANGES
From To From To
“MADE FROM NATURAL GAS” AND 0W SUITABILITY MESSAGING ON PACK
7
Nearly 40% of 5W us ers would
purchas e a 0W oil if the label
explicitly s aid it was compatible
OPPORTUNITY TO EDUCATE CONSUMERS ABOUT USING 0WS
INSTEAD OF 5WS AND 10WS
Source: Harris Res earch, J an2019
Same protection as 5W and 10W replaces Also suitable
for use claim
0W Applicable SKUs (1Qt, 5Qt, Ecobox, Tank Labels, & TDS)- Pennzoil Platinum 0W-20; Same Protection as 5W20- Pennzoil Platinum High Mileage 0W-20; Same Protection as
5W20- Pennzoil Ultra Platinum 0W-20; Same Protection as 5W20- Pennzoil Maximum Power 0W-30; Same Protection as 5W30
and 10W30- Pennzoil Extended Care 0W-20; Same Protection as 5W20- Pennzoil Start/Stop Protection 0W-20; Same Protection as
5W20- Pennzoil Platinum Euro SAE 0W-40; Same Protection as
5W40. Note: This is the only Euro product where we can make this claim as we have a Platinum Euro 5W40 sku.
0W Non-Applicable SKUs: Require Specific OEM approvals- Pennzoil Platinum Euro LX SAE 0W-30 - Pennzoil Platinum Euro JL SAE 0W-20- Pennzoil Ultra Platinum 0W-40 SRT No other XXW-16 products available - Pennzoil Hybrid 0W-16 - Pennzoil Platinum 0W-16 TARGET LAUNCH MAY 2020
PENNZOIL API SP/GF-6 MARKET CHANGES
Date Month 2016
Shell Viscosities
API SP Capable?
Resource Conserving Capable?
GF-6 aCapable
GF-6 bCapable
0W-20 Yes Yes Yes N/A5W-20 Yes Yes Yes N/A5W-30 Yes Yes Yes N/A10W-30 Yes Yes Yes N/A0W-16 Yes Yes No Yes0W-40 SN No for Ultra No No N/AEuros LX 0W30 No No No N/A5W30 No No No N/AAV 5W30 No No No N/A L5W30 No No No N/A0W40 Yes No No N/A 5W-40 Yes No No N/A
GF-6 will be signified by: GF-6a will be marked by the current starburst.GF-6b will be marked by a ‘shield’.
GF-6 classification by viscosity:GF-6a Viscosities: 0W-20, 5W-20, 5W-30, 0W-30 and 10W-30
GF-6b Viscosity: 0W-16
Non GF-6 Viscosities: 0W-40, 5W-40, 10W-40, and anything higher
Back of pack labels changes where applicable:Updated API SN donut will reflect API SP GF-5 spec will be updated to GF-6
SHELL RESTRICTED
Quaker State Changes
29
SHELL RESTRICTED
Summary of Quaker State Portfolio Changes
10
GF-6 Changes & Reposition Brand in Market: 1. Existing Quaker Sta te Branded motor oil products tha t meet ILSAC GF-5 today will meet ILSAC GF-6 come Aug 2020. Excludes: All QS Euros, 10W40, 20W50, and Straight Weights Changes will NOT require a material code change:
2. QS Family Name Change
3. QS Conventiona l upgrade to Synthetic Blend for 5Ws only; 10Ws remain conventiona l
4. New “Suitable for Use” Cla im for QS 0W Skus: See slide 13 for more details
Retired SKUs: 5. Quaker Sta te Enhanced Durability a ll visgrade/ skus will be retired August 2020
6. Quaker Sta te Synthetic Blend w/ Dexos a ll visgrade/ skus will be retired August 2020
7. Additiona l low performing SKUs will be reviewed and may a lso be retired
New Products: 8. Quaker Sta te SAE 0W20 (Full Synthetic Non Dexos Bulk Only) – More deta ils to come soon!
9. Quaker Sta te High Mileage Full Synthetic (1 & 5 QT, Ecobox) – Order da te June 2020 for U.S.
SHELL RESTRICTED MAY 2019 11
Quaker State GF -6 Changes - TARGET LAUNCH AUG 2020
11Date Month 2016Footer
NO ADDITIONAL
SKU CHANGES
From To Key Changes:
1. QS Portfolio will undergo name change
& updated claims
2. QS Conventional 5Ws will upgrade to
Synthetic Blend; 10Ws will remain
Conventional (No Change)
From To From To
Oppor t unit y t o SIMPLIFY Quaker St at e Por t f ol io: Simpl if ied Names & Updat ed cl aims
12
Current Name New Name at GF-6 Motor Oil Type Existing FOP Claim New FOP Claim QS Advanced Durability
Quaker State Synthetic Blend
Synthetic Blend More Protection Provides Durable Wear Protection
QS High Mileage Stays the Same Synthetic Blend More Engine Life Delivers Protection for Vehicles with over 75k miles
QS Enhanced Durability Removing from Portfolio Removing from Portfolio Removing from Portfolio Removing from Portfolio
QS Synthetic Blend Removing from Portfolio a t GF-6 Removing from Portfolio Removing from Portfolio a t GF-6
Removing from Portfolio
QS High Mileage Full Synthetic
Stays the Same Full Synthetic More Wear Protection Provides Optimal Wear Protection
QS Ultimate Durability w/ Dexos
Quake State Full Synthetic w/ Dexos
Full Synthetic More Power Delivers Strong Engine Performance
QS Ultimate Durability Euro
Quaker State Euro Full Synthetic
Full Synthetic For European Vehicles Offers Protection Required for European Vehicles
NO ADDITIONAL
SKU CHANGES
SHELL RESTRICTED
NEW 0W Suitability Messaging on Pack
MAY 2019 13PENNZOIL QUAKER STATE TECHNOLOGY PLANNING 2019
OPPORTUNITY TO EDUCATE CONSUMERS ABOUT USING 0WS INSTEAD
OF 5WS AND 10WS
Appl icabl e Skus : (1qt ,5QT, Ecobox)Quaker St at e Ful l Synt het ic 0W-20
(dexos )Quaker St at e High Mil eage Ful l
Synt het ic 0W-20
TARGET LAUNCH AUG 2020
QUAKER STATE API SP/GF-6 MARKET CHANGES
Date Month 2016
Shell Viscosities
API SP Capable?
Resource Conserving Capable?
GF-6 aCapable
GF-6 bCapable
0W-20 Yes Yes Yes N/A5W-20 Yes Yes Yes N/A5W-30 Yes Yes Yes N/A10W-30 Yes Yes Yes N/AEuros L5W30 No No No N/A0W40 Yes No No N/A 5W-40 Yes No No N/A
GF-6 will be signified by: GF-6a will be marked by the current starburst.
GF-6 classification by viscosity:GF-6a Viscosities: 0W-20, 5W-20, 5W-30, and 10W-30
Non GF-6 Viscosities: 0W-40, 5W-40, 10W-40, and anything higher
Back of pack labels changes where applicable:Updated API SN donut will reflect API SP GF-5 spec will be updated to GF-6
SHELL RESTRICTED
Formula Shell Changes
315
SHELL RESTRICTED
Summary of Formula Shell Portfolio Changes
16
GF-6 Changes & Reposition Brand in Market : 1. Existing Formula Shell Branded motor oil products tha t meet ILSAC GF-5 today will meet ILSAC GF-6 come Aug 2020.
Excludes: 10W40, 20W50, and Straight Weights Changes willNOT require a material code change:
2. Formula Shell conventiona l upgrade to Synthetic Blend for 5Ws only; 10Ws remain conventiona l
3. Formula Shell 1Qt & 5Qt may move from white to black bottles for U.S. Only – Images coming soon
Retired SKUs: 4. Formula Shell Full Synthetic – To be determined
5. Additiona l low performing SKUs will be reviewed and may a lso be retired
FORMULA SHELL API SP/GF-6 MARKET CHANGES
Date Month 2016
GF-6 will be signified by: GF-6a will be marked by the current starburst.
GF-6 classification by viscosity:GF-6a Viscosities: 5W-20, 5W-30, and 10W-30
Non GF-6 Viscosities: 10W-40, and anything higher
Back of pack labels changes where applicable:Updated API SN donut will reflect API SP GF-5 spec will be updated to GF-6
Shell Viscosities
API SP Capable?
Resource Conserving Capable?
GF-6 aCapable
GF-6 bCapable
5W-20 Yes Yes Yes N/A5W-30 Yes Yes Yes N/A10W-30 Yes Yes Yes N/A
RESTRICTED
Pennzoil Por t f ol io Changes
August 2019 18
TODAY POST MAY 2020
Tier 4: Exceptional Pennzoil UltraFull Synthetic
Pennzoil Ultra Full Synthetic
Tier 3: Bes tPennzoil Platinum, Platinum
Euro & Platinum HiMiFull Synthetic
Pennzoil Platinum, Platinum Euro & Platinum HiMi
Full Synthetic
Tier 2: Better Pennzoil GoldSynthetic Blend
PZL Full Synthetic (Entry-Tier) – Q4-2020 US/ Q2 2021 CDN
Full Synthetic
Pennzoil GoldSynthetic Blend
Tier 1: Good Pennzoil & PZL HiMiConventional
Pennzoil & PZL HiMiSynthetic Blend
RESTRICTED
Quaker St at e Por t f ol io Changes
August 2019 19
TODAY POST MAY 2020
Tier 3: Bes t
QS Ultimate Durability Euro QS Euro Full Synthetic
QS High Mileage Full Synthetic
QS High MileageFull Synthetic
QS Ultimate Durability QS Full Syntheticw/ Dexos
Tier 2: Better
QS Synthetic BlendDexos QS SAE 0W-20
Non-Dexos(Bulk Only)QS Enhanced Durability
Non-DexosSynthetic Blend
Tier 1: Good QS Advanced Durability & HiMiConventional
QS & HiMiSynthetic Blend